Amagi, a leader in cloud-based SaaS technology for connected and broadcast TV, today unveiled its plans to strengthen its relationship with the Indian content ecosystem. The business plans to use the cloud’s power to streamline broadcast operations and take part in the nation’s expanding Connected TV-led Free Ad-Supported Streaming TV (FAST) market. Amagi will give content creators and platforms the ability to provide audiences with 24/7 linear channels that are similar to cable TV in an ad-supported model.
In addition to an industry-leading global distribution network of more than 50 FAST platforms, Amagi’s SaaS-based FAST solution is built on Amazon Web Services (AWS) and offers 24/7 broadcast-grade live linear channel creation, easy-to-use program scheduling tools, advanced graphics, dynamic ad insertion, contextual advertising, comprehensive ad analytics, and more. Leading media companies including Cox Media Group, Banijay Rights, AccuWeather, and others choose Amagi as their go-to technology partner for FAST due to the industry-leading breadth of solutions it offers.
Amagi began doing business in India in 2008 with geo-targeted advertising, and it is currently offering Indian clients its portfolio of globally tested cloud-architected broadcast and streaming solutions. Today, the business supports more than 700 content companies and oversees the delivery of content to more than 2,000 channels for the worldwide media and entertainment sector. To broadcast the Tokyo Olympics in the US last year—a first-of-its-kind remote live production event—Amagi built a UHD cloud playout solution. Leading SaaS investors including Accel, Norwest Venture Partners, Avataar Ventures, and Premji Invest are currently supporting the company. With a recent $95 million financing round headed by Accel, Amagi became a unicorn.
For FAST and other cloud-enabled broadcast operations in India, Amagi has already formed fruitful agreements with renowned content providers such as Shemaroo, B4U, Discovery Networks, and more. In partnership with organizations like AWS, the company provides best-in-class cloud solutions that allow broadcasters to move all of their workflows, including content ingest and preparation, scheduling, graphics, playout, and monitoring, to the cloud, whether they are for OTT or traditional cable distribution. AWS Marketplace offers Amagi CLOUDPORTXpress, a cloud-based channel playout platform that enables broadcast TV and streaming TV networks to build and manage broadcast-grade linear channels on a “pay-as-you-go” basis.
According to Baskar Subramanian, CEO & Co-founder of Amagi, “As a digitally sophisticated nation, it is no wonder that India’s smart TV adoption and online video content consumption have expanded in leaps and bounds in recent years.” “We also observe a significant demand from Indian consumers for domestic and international streaming content. We plan to serve as a bridge between content owners and platforms as a technology leader in the FAST area, providing a big and diverse content library to the most well-liked streaming platforms in the nation and enabling them to delight their audiences with high-quality programs.
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